關鍵字查詢 | 類別:期刊論文 | | 關鍵字:A Brand Personality Perspective for Benq-Siemens

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序號 學年期 教師動態
1 96/1 企管系 張瑋倫 教授 期刊論文 發佈 The Synergy of Brand Alliance: A Brand Personality Perspective for Benq-Siemens , [96-1] :The Synergy of Brand Alliance: A Brand Personality Perspective for Benq-Siemens期刊論文The Synergy of Brand Alliance: A Brand Personality Perspective for Benq-SiemensChang, Wei-lun; Yuan, Soe-tsyr; Li, Eldon Y.淡江大學企業管理學系The Business Review, Cambridge 8(2), pp.290-29499學年度張瑋倫教師升等參考著作Brand management is the significant issue in the competitive business environment, for example, specialize a brand among many choices for consumers. The present paper explores the synergy and effects of brand alliance from BenQ-Siemens case by survey. The results reveal the consumers' perception and cognition for BenQ-Siemens and the effects of brand personality for brand alliance. The relationships between the customers and companies become dynamic and unpredictable in the existing business environment. Companies attempt to build a strong brand image in order to attract customer attention and bind the relationships. That is, brand is not only a company name but an embedded image for customers. The enterprises
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